Taking Brand Initiative offers a revolutionary approach to corporate branding that looks beyond the marketing value of brands company-to-customer and the HR significance of brands company-to-employee. It places the management of brands at the senior level of management as it radiates throughout...

Corporate branding has broadened its reach to include delivering the brand's promise to the full range of organizational stakeholders both inside and outside the firm. In turn, new approaches to corporate social responsibility (CSR), involving employee, community, and stakeholder engagement,...